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Caitlyn Jenner Lands H&M's Latest Sports Campaign

The high street label is putting emphasis on diversity.
Caitlyn Jenner Lands H&M's Latest Sports Campaign The high street label is putting emphasis on diversity.

Caitlyn Jenner has landed her a sportswear campaign for fashion company H&M.

Following in the footsteps of pop superstars Beyoncé and Katy Perry, the 66-year-old has revealed that she is working on a sportswear project with the Swedish high-street clothing retailer.

Announcing the collaboration, she wrote on Twitter.

The Olympic gold medalist and reality television star, formerly known as Bruce, transitioned from male to female last year, and the world was introduced to Caitlyn for the first time on the cover of Vanity Fair.

A spokesperson for H&M said they believe it is important to convey diversity in their campaigns.

"We have picked Caitlyn Jenner, one of the world’s most celebrated athletes, as part of this H&M Sports campaign because we want to illustrate that everything is possible—in sports, and in life. It is a collection of performance sportswear made to celebrate individuality and self-belief."

It is another sign that Caitlyn, has been firmly welcomed into the fashion world, coming soon after she worked with MAC Cosmetics to create a limited-edition lipstick called Finally Free.

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Caitlyn's daughter, the model Kendall Jenner, has an ongoing relationship with H&M. The 20-year-old was the face of the Balmain x H&M collaboration and has walked in their H&M studio show.

H&M has put much more emphasis on diversity recently. Their Paris Fashion Week runway show for H&M Studio line featured models of different sizes, ages and nationalities, including Pat Cleveland, Ashley Graham, Andreja Pejic and Hari Nef

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Main image: FayesVision/WENN.com

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